Lay's is on a repositioning mode again. The brand is currently running a new campaign with a new tagline " Be a little Dillogical ".
Dillogical is the new manthra for the brand. The newly coined term represents
the logic of the heart ( I think So !). The new campaign with the new tagline how ever does not speak much about the new positioning.Ever since the brand dropped its famous " No one can eat just one " tagline, Lays has never really caught the consumer's share of mind. None of the campaign with the tagline " Har Program Ka Main Food " really was as effective as the previous campaigns.
In my last post about this brand, I had criticized about the decision to change a famous tagline just for the sake of change . I think the brand never found its soul in the " program ka main food " tagline. This may have created the need for a new tagline.
I don't think that the Dillogical tagline is going to be any better than the last one. Pepsi is obsessed with Hinglish words , the recent one being Youngisthan.
In sheer share of voice and creativity, Bingo has clearly outsmarted Lays. The campaigns of Bingo has always been clutter- breaking and funny. Lays never was able to bring out a classy campaign after its repositioning.
Related Brand
Lays
Hi
ReplyDeleteI follow your blog quite regularly and I truly appreciate the apt-richness of the content on your blog.
I would like to put forth a counter argument to what you said about Lay's " Be a little Dillogical "
@ The ICONIC brand's repositioning campaign is just a few days old, it will gather momentum...
dnot you think it's too early to judge and comment on a new campaign?
@ and it's not a mere tag-line, it's a refreshing stance from Lay's, which is bound to gather momentum through other support surround. yes, you are right, to some extent, in capturing the essence 'the logic of the heart'.
@ The global and the most compelling campaign idea from Lay's " No one can eat just one ", as you know is all about the irresistibility factor around the snacking experience being delivered by Lay's. But we all know, brands evolve, ICONIC brands need to evolve faster and strike more substantive conversations with consumers, especially in this dynamic world. and that's what Lay's is trying to do now.
from 'product experience' brands evolve (have to evolve) to 'capturing human aspirations'. what does Nike 'Just Do it' mean to you..a great sounding tagline or a fabulous human philosophy that we all desire to wear?
@ you are wrong about Pepsi's Youngisthan campaign as well. Need to delve deeper into each campaign, then the story becomes more meaningful.
@ how effective do you think Bingo's communication? yes it's funny, it made me laugh and then what..one has to explain that 'then what'?
Regards
Jyothsna
Hi Harish,
ReplyDeleteI think the idea behind the dillogical campaign is that "listen to your heart and not your brains" which is a important pre-condition as Lays falls in the impulse buy category where most of the buy happens with heart decisions. Lays wants the customer to think about the delicious potato chips and not using his brains to introspect the fact that Lays is a packet with one half air and the other half full of those calories you wanted to avoid.